Smurfit Westrock joined forces with Spanish fashion brand Ecoalf to create a store made from 100% paper and cardboard. Ecoalf specialises in turning materials such as plastic bottles, rejected industrial cotton and discarded fishing nets into clothing. The brand tasked Smurfit Westrock, which also has circularity at its core, to create a permanent retail store as inherently sustainable as the products on sale. The beautifully designed new shop, which is located in San Sebastián, Spain, features fully recyclable kraft paper walls and corrugated furniture produced in the Smurfit Westrock Sorpel and Cordovilla plants. It also runs on electricity from renewable energy sources. “We are very proud to open our first store built entirely from paper and cardboard. At Ecoalf, we work every day to minimize our impact on the planet, not only through the garments we design, but also through the spaces we create,” said Javier Goyeneche, Founder and President of Ecoalf.

The Federal Trade Commission on Tuesday urged Amazon and Walmart to police their marketplaces for false "made in America" claims by outside companies. "Bureau staff have received information that third-party…

It’s time to add a new scent to your direct mail to increase your response rates. Our sense of smell is extremely powerful. A scent can elicit vivid memories that take you to your mom’s kitchen growing up, to the beach, or just about anywhere you’ve been before. In fact, research shows that people recall smells with 65% accuracy after a year, while visual recall is around 50% after just three months. Our sense of smell is the most emotionally powerful sense, even above sight and sound. That’s because scent is processed in the limbic system; the part of the brain responsible for memory, emotions, and behavior. This neurological connection is why we react so strongly to fragrance and why it can make such a compelling impact in direct mail. Marketers are leaning into sensory experiences now more than ever. In a study by the USPS and Temple University’s Center for Neural Decision Making, tactile and scented direct mail outperformed digital ads in terms of brand recall, engagement time, and emotional response. Scented mail pieces were especially effective at sparking memory retention and increasing time spent with the piece.